Ferrero Rocher is the brand leader in the premium boxed-chocolate category. In

order to achieve sales growth in a market that is largely driven by frequent

promotions, it was important for management to introduce point-of-purchase

(POP) displays that would grab the attention of the target audience. The Golden

Gift POP was displayed in various stores throughout the country.

a) As the marketing manager of Ferrero Rocher justify the use of POP in

supermarkets.

b) Explain to the CEO of Ferrero Rocher the main functions that this POP can

perform.